000			01765 a2200205 4500
999			_c36179 _d36179
008			190711b xxu||||| |||| 00| 0 eng d
020			_a9780190303167
082			_a658.8 CH SE
100			_aChitty, William _9164
245			_aServices marketing _cWilliam Chitty, Steven D'Alessandro, David Gray, Andrew Hughes
250			_a2nd ed.
260			_aAusralia : _bOxford University Press, _cc2019.
300			_axxxiii, 509 p. _bcol. ill ; _c26 cm.
520			_aServices Marketing Second Edition helps students understand the role that services marketing plays in creating customer value and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognize, and effectively manage, the marketing opportunities arising from global service-based economies. This text encourages students to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogy adopted by this text. That approach is warranted for two reasons: - Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts. - By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing.
650			_aMarketing _93
700			_aD'Alessandro, Steven _930200
700			_aGray, David _930201
700			_aHughes, Andrew _930202
942			_cREGULAR